4683 FUND MARKET-PT/bp 30/11/06 9:23 am Page i (PANTONE(Black/Process 201 CVU Black plate) plate)
FUNDAMENTALS OF MARKETING
Fundamentals of Marketing provides a sound appreciation of the fundamentals of the theory and practice of marketing. It critically evaluates the effectiveness of different marketing strategies and approaches using case studies drawn from a cross section of sectors.
Case studies include: